UP & UNDER

How did SUFFIX design the e-commerce for UP & UNDER?

UP & UNDER needed more than a typical online store. The website had to clearly communicate the brand values of comfort, confidence, and product innovation alongside the sales function. SUFFIX started with a careful look at each product line and the audience using the site, then reorganized product categories and designed the full user experience, from the homepage that carries the brand through to the final step of checkout. Every page was designed to fit the brand direction across language, color, and visuals.

The challenge of categorizing shapewear on e-commerce

Shapewear is not like regular clothing. Shoppers pick by the activity they will wear it for, the level of shaping, and their body type, not just by size or color. SUFFIX rebuilt the product categories around how the audience actually thinks, grouping products by daily activity so users can find what fits them quickly. The user flow was designed to cover every touchpoint, from browsing and checkout to shipping tracking and returns when a product has an issue.

Designed to brand guidelines, language, color, and icons

UP & UNDER has a well-defined brand direction, with a tone of voice that signals confidence and comfort, imagery that celebrates every body type, and a color palette that reflects natural tones. SUFFIX designed the full website around these guidelines, from the language in buttons and copy, to image selection that matches the brand identity, to color use that connects with the packaging and physical store, through to custom-designed icons. Everything makes the website experience a true extension of the brand.